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Why Facebook Adverts Don't Work

Updated on November 1, 2012

Facebook Users aren't 'Liking' the Ads

Facebook has Low Influence on Customers

Advertising and marketing is important to all businesses regardless of whether they are a large multi-national organisation or a Sole Trader looking to make some extra cash. With over 900 million users, Facebook would seem like a great place to attract customers and boost sales but worryingly, there is increased evidence to suggest that spending money on Facebook adverts may not work.

Poll Shows Facebook Users aren't Taking the Bait

A poll which was carried out by Reuters/Ipsos earlier this year studied the Facebook usage of just over 1,000 American participants. The poll looked into a variety of things but one of the key findings was just how much Facebook users are influenced by advertising that appears on the Social networking site.

The study which was carried out between May 31st and June 4th 2012 found that 4 out of 5 people surveyed had never purchased a product as a result of seeing a Facebook advert. This 80% segment also agreed that they also hadn't purchased a product because one of their Facebook contacts had mentioned a product or company in their status or because they had 'liked' a product.

The findings of the Poll will no doubt serve as an indicator to those currently using Facebook ads or businesses thinking about using them, as to just how beneficial the adverts might be in terms of sales growth.

The month after the findings of the poll were published, car manufacturing giant General Motors announced that it would no longer be using paid for Facebook advertisements. The news from the automobile giant will have served as a stark reminder for Facebook that much work needs to be done if they are to turn the social media platform into a lucrative advertising option.

Look Away, There's an Ad!

The question that would surely have been asked by Mark Zuckerberg and Co. is, "just was is going wrong?"

Adverts are all around us in today's modern society, billboards, television, radio and the backs of buses are all used in a bid to get us to part with our hard-earned cash and buy new products. It could be said then that Facebook has become a victim of the advert-heavy world that we now live in, we see so many that we no longer care.

Is it likely that the advertisements are just not being seen? It seems unlikely, just open a page on Facebook and you'll be greeted by a whole host of advertisements, but then, are people paying attention to them? The likely answer is, no. It is probably true to say that our brains have become used to where these 'interruptions' are placed on Facebook and so we now automatically filter them out and pay no attention to them whatsoever.

Used in the right way, Facebook could be an extremely lucrative platform for advertising businesses, it would seem though that the current setup just doesn't work.


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